Kharif Season Launch TVC Updated

Kshema General Insurance launchesa new national marketing campaign for the Kharif season to raise awareness about crop insurance

Kshema General Insurance Limitedtoday announced the launch of its national marketing campaign aimed at raising awareness about crop insurance to coincide with the beginning of the Kharif season.The centrepiece of the 360-degreecampaign is a TVC which will reachfarmers as they start sowing with the onset of the monsoons. The TV campaignwill be further augmented by a concurrent campaign in print, digital, and outdoor media. The campaign highlights the importance of crop insurance in creating a financial safety net for farmers when extreme climate events are becoming more frequent and intense.

 

The 30-second TVCwas developed in-house to forge a deeper connection with farmers, and easy accessibility of Kshema’s industry-first crop insurance plan Sukriti along with Prakriti. The product is available on Kshema’s proprietary platform which can be downloaded from Google Playstore.Any farmer or family member with insurable income can buy this customisable crop insurance starting from Rs 499 per acre and protect more than 100 crops from a combination of one major and one minor peril. All they need to do is download the app, register, geo-tag their farm and pay the premium.

 

Commenting on the launch of the TVC,Bhaskar Thakur, Chief Marketing Officer, Kshema General Insurance Limitedsaid, “I am pleased that we relied on the incredibly powerful imagery of a father-daughter relationship to create awareness about mitigating crop loss and resulting income shock with the help of crop insurance. We chose the emotional depth of the conversation between a father and daughter to convey the importance of protecting farmers from income shocks and building financial resilience. Children can ask the most poignant questions with the utmost simplicity which forces an adult to think.We chose to capture that moment of innocence to carry our message of buying crop insurance to mitigate financial losses caused by perils.”

The film opens with a farmer working in his field who then takes a break to have lunch with his daughter. She innocently asks her father why he needs to work hard. He lovingly explains he works hard so that everyone has food on their table, and they don’t face any trouble. The daughter exclaims proudly he is there to ensure no one is in trouble but asks with concern who will look after him if he faces any adverse situation. The camera pans to the farmer who now looks worried and then cuts to the visual of Kshema app with the narrator explaining that any farmer can buy Sukriti easily via the app.

Here is the YouTube link ofKshema Kharif TVCsin Hindi, Kannada, Marathi and Telugu.

The TVC will be aired on news, music, movies, and general entertainment channels in country. The new commercial will also be bolstered by an intensive digital campaign to drive awareness around the critical role played by crop insurance in mitigating risks caused by natural perils.

The agricultural and allied sectors engage the largest share of the workforce, constituting 45.5 per cent as per the Periodic Labour Force Survey of 2021-22, and contribute nearly 15 per cent to India’s GDP. However, natural catastrophic events are becoming more frequent and intense due to climate change affecting the farming community disproportionately. These natural perils causenot only loss of crop but also livelihoods in the worst cases as 85 per cent of farmers have modest annual incomes.

 

Kshema endeavours to support the farming community through these trying times by providing themtailor-made insurance products after adequately mapping and analysing the risk involved.

 

About Kshema:-

Kshema General Insurance Limited’s mission is to protect farmers and build resilience among them from income shocks due to extreme climate events and other perils. Kshema deploys cutting-edge AI-based algorithms and location awareness to assess, model and price insurance risks adequately. Kshema uses its proprietary platform under the same name to serve farmers with customised solutions for their needs. The Kshema platform is developed in partnership with leading global experts in spatial data sciences, actuaries, financial engineers, and remote sensing experts. The platform assesses and prices risk and allows to address pre-harvest risk at the farm level through its products – Sukriti and Prakriti. Kshema, a part of Kshema Holdings Private Limited, received its licence from the regulator IRDAI in January 2023. Log into https://kshema.co/ for more information.

 

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